Sample · Demo Company

Advisory Toolkit

Harbor & Oak Hospitality

Ten reference systems and one advisory. Built once, used daily. This is the complete operating picture a client walks away with.

Harbor & Oak is a demo company. Every number on this page is invented and internally consistent. Real client systems stay private. Two sections are shown in full; the rest are shown in part so you can see the shape without me publishing a client's brain to the internet.

What's inside

01 Money ModelShown in full
02 Ideal Client ProfileShown in full
03 Offer Catalog + PackagingPreview
04 Competitive AnalysisPreview
05 Brand Voice GuidePreview
06 Customer Journey MapPreview
07 Voice of CustomerPreview
08 Standard Operating SystemPreview
09 Org Map + RolesPreview
10 Source of TruthPreview
◆ Do This NextPartial

01 / 10

Money Model

Why this exists: most owners know their revenue. Few can say, on one page, how a dollar enters the business, what it costs to earn, and which offer it should flow into next. This page settles pricing arguments before they start.

$612.4k

Net revenue, TTM

$149.2k

Profit

24.3%

Margin

145

Engagements

Where the money comes from. Three streams, unevenly weighted, unevenly worked.

Stream	Revenue	Share	Volume	Avg check
Private dinners	$347,800	57%	122	$2,851
Full-service events	$198,300	32%	23	$8,622
House accounts	$66,300	11%	9 clients	$7,367/yr
Total	$612,400	100%

The imbalance that matters. Events are 16% of the calendar and 32% of the revenue. Dinners are the volume engine; events are the margin engine. The calendar shows open premium dates in peak season, which means the highest-margin product is the one being sold least deliberately.

The four-stage model. How a Harbor & Oak dollar should travel:

Stage	Offer	Job
Attract	Seasonal tasting dinner	Low-friction first booking. Priced to fill, not to profit.
Convert	Full private dinner	The core product. 122 a year prove it sells itself once tried.
Ascend	Multi-night package	38% of dinner clients book a second night ad hoc. Nobody sells it on purpose. Name it, price it, offer it at booking.
Retain	House account	Nine clients, $66k, near-zero acquisition cost. The quiet best business in the company.

Concentration. The top 20% of clients produce 63% of revenue, and 41% of all revenue is repeat. Retention is not a nice-to-have here. It is the business.

Every section ships with a self-contained AI prompt. The client pastes it into their AI tool of choice and gets tailored output with zero setup. This one is shown in full:

AI Prompt · Money Model

You are advising Harbor & Oak Hospitality, a private dining and events company doing $612,400 in net revenue at a 24.3% margin. Revenue splits three ways: private dinners ($347,800 / 122 bookings / $2,851 avg), full-service events ($198,300 / 23 bookings / $8,622 avg), and nine house accounts ($66,300). 38% of dinner clients book a second night without being asked. Top 20% of clients drive 63% of revenue.

My question is: [DESCRIBE YOUR PRICING OR OFFER DECISION HERE].

Answer using the four-stage model above (attract, convert, ascend, retain). Tell me which stage my decision touches, what it does to average client value, and what the second-order effect on the other three stages will be. Give me a number to test, not a range. Flag the single biggest risk in one sentence.

02 / 10

Ideal Client Profile

Why this exists: every marketing dollar, every piece of copy, and every "should we take this booking" call gets easier when the whole team can describe the best client from memory. This page is that memory.

The profile: The Gathering Host. A woman, 45 to 62, organizing a multi-generation coastal trip. Household income $350k+. She is not buying dinner. She is buying one evening where she is a guest at her own table.

Signal	What it looks like
Trigger	Milestone attached to the trip: anniversary, 60th birthday, reunion. The event has emotional weight before she ever inquires.
Booking window	3 to 6 weeks out. Inside 2 weeks means a rushed decision and a price-shopper. Beyond 8 weeks means a planner who will over-negotiate the menu.
Budget behavior	Never asks the price first. Asks what the experience is like. Price sensitivity shows up as guest-count trimming, not haggling.
Decision unit	She decides, a spouse ratifies, a sister-in-law has one veto. Copy should arm her to defend the choice, not just make it.
Value language	"Effortless," "taken care of," "everyone still talks about it." Zero interest in technique-speak or ingredient pedigree.

The anti-profile. Corporate bookers routed through an assistant, bachelorette groups, and anyone who opens with "what's your cheapest option." Not bad people. Wrong clients. Each one costs a premium date that the Gathering Host would have paid full rate for.

Where she is. Vacation rental owner recommendations, past-guest referrals, and pre-trip searches with the destination name attached. She is not on the fence about hiring help. She is deciding whom to trust.

AI Prompt · Ideal Client Profile

You are writing marketing copy for Harbor & Oak Hospitality. The ideal client is the Gathering Host: a woman 45 to 62 organizing a milestone multi-generation coastal trip, household income $350k+, booking 3 to 6 weeks out, who values effortlessness over culinary pedigree and needs copy that helps her defend the decision to her family. My task is: [DESCRIBE THE COPY OR CAMPAIGN]. Write in a warm, plain voice...

Full prompt lives in the client workspace

03 / 10

Offer Catalog + Packaging

Why this exists: this is the page the owner opens before quoting anything. Every offer, its price logic, its guardrails, and the upgrade path from each one. Quoting stops being improv.

Five named offers, one ladder. The catalog names each product, sets its floor price, defines what is and is not included, and states the next offer up the ladder. The multi-night package, currently sold by accident 38% of the time, becomes a named product with its own price anchor.

Each offer entry carries three fields the team actually uses: the one-sentence pitch, the walk-away floor, and the upgrade line to say at booking. The tasting dinner gets repositioned from a discount product to a deliberate front door with a capped...

Full section in the client workspace · 5 offers, floors, upgrade paths, AI prompt

04 / 10

Competitive Analysis

Why this exists: not to obsess over competitors. To end the "should we match their price" conversation permanently by knowing exactly where the market is soft and where it is not.

The field, mapped. Four direct competitors, two adjacent threats (upscale delivery, venue in-house catering), one structural advantage nobody else in the market is using. The analysis scores each player on the five things the Gathering Host actually weighs, not the ten things owners assume matter.

Finding worth the whole page: the market's premium tier is undefended on response time. Median first response among competitors is 31 hours...

Full section in the client workspace · positioning map, pricing bands, AI prompt

05 / 10

Brand Voice Guide

Why this exists: so every email, caption, and reply sounds like the same company whether the owner writes it, a manager writes it, or an AI drafts it. Voice drift is invisible until a client notices. Then it is expensive.

The voice, pinned down. Warm host, not fine-dining formal. Confident, never salesy. The guide runs word-level: say "evening," not "event." Say "your table," not "our service." Ten always-words, ten never-words, and rewritten before-and-after samples pulled from the company's actual inbox.

The guide closes with the AI handoff block: paste it ahead of any drafting prompt and the output lands in-voice on the first pass...

Full section in the client workspace · lexicon, samples, AI prompt

06 / 10

Customer Journey Map

Why this exists: the booking experience is a product. This maps every touch from first click to the thank-you note, marks who owns each one, and flags the two moments where clients currently go quiet.

Nine touchpoints, two leaks. The journey runs inquiry, first response, proposal, decision, deposit, pre-arrival, the evening itself, departure, and follow-up. Each touch gets an owner, a timing rule, and the feeling it should produce. The map found two silent gaps: the 48 hours after the proposal lands, and the week before arrival, where...

Full section in the client workspace · 9 touchpoints, owners, timing rules, AI prompt

07 / 10

Voice of Customer Intelligence

Why this exists: clients tell you exactly how to market to them, in reviews and thank-you emails, in their own words. This section harvests that language so the marketing writes itself from evidence, not guesswork.

Their words, organized. Every review and post-event note from the trailing two years, coded into the four things clients actually praise and the one thing they consistently wish for. The praised four are not what the owner expected. The wished-for one is a sellable add-on hiding in plain sight...

Full section in the client workspace · language bank, themes, AI prompt

08 / 10

Standard Operating System

Why this exists: so the business runs the same on the owner's day off as it does when she is standing in the kitchen. Not a binder of SOPs nobody reads. The dozen decisions that repeat weekly, each with its rule.

Twelve repeating decisions, twelve standing answers. When to decline a date, when to require the full deposit, when a dietary request triggers a menu consult, who covers a chef call-out. Each rule is one paragraph and one owner. If a situation needs a meeting, the rule failed and gets rewritten...

Full section in the client workspace · 12 rules, escalation paths, AI prompt

09 / 10

Org Map + Roles

Why this exists: the ops lead opens this before every hire and every "whose job is this" moment. Seats, not people. What each seat owns, what it never touches, and which seat the owner should exit first.

Seven seats, four people. The map shows the business as it is (the owner holding three seats) and as it should be at the next revenue stage (the owner holding one). The first seat to hire out is not the one the owner finds most tedious. It is the one where her involvement adds the least...

Full section in the client workspace · seat charter, hiring order, AI prompt

10 / 10

Source of Truth

Why this exists: one page that states the facts of the business: what it is, what it sells, whom it serves, its numbers, its rules. Every other section references it. Every AI tool the company uses gets grounded in it. New hires read it on day one.

The company on one page. Legal facts, the numbers that matter, the offer list, the ICP in three sentences, the voice in five rules, the operating principles. Written to be pasted into any AI conversation so the tool starts every session already knowing the business...

Full section in the client workspace · the master reference, AI prompt

The Advisory

Do This Next

Why this exists: the ten sections are reference tools. This page is the advice. Ranked, specific, and written to be acted on Monday morning. For Harbor & Oak, four moves. Two are shown.

Move 01

Sell the event tier on purpose

Events carry a $8,622 average check against $2,851 for dinners, and peak-season premium dates sit open. Build an events-first inquiry path, quote from the catalog floor, and stop letting the highest-margin product be the one that only sells when someone asks. Target: 23 events becomes 32 next season. That single shift is worth roughly $78k at current averages.

Move 02

Name the multi-night package

38% of dinner clients already buy a second night without being offered one. That is not upsell potential. That is an unnamed product with proven demand. Put it in the catalog, offer it at booking, and price the bundle above two single nights, not below. Convenience is the product; the discount instinct is wrong here.

Move 03

Defend the response-time gap

The market's premium tier is soft on speed and the inquiry data shows a decisive first-day window that nobody in the field is treating as an asset worth protecting.

Client workspace only

Move 04

Grow the house account bench

Nine accounts produce $66k at near-zero acquisition cost and the past-guest list holds at least a dozen candidates who match the profile.

Client workspace only

This is what I build for real businesses.

Harbor & Oak got the demo treatment. Your version gets built from your actual numbers, your actual inbox, and a working session with me, then it lives in a private workspace your team uses every week. Not a report you file. A system you run on.

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